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Why Your Media Strategy Needs Location Data

Updated: Nov 13, 2023

How to best utilize location data ad tech to reach your campaign goals

hand pointing to map on digital tablet

Do you know where your customers are?

Do you know when they shop, or what they buy in person?

It's one thing to make an educated guess about buyer behavior -- the stores they frequent, the products they want, and their spending habits -- but it's another to get the real-time data necessary to make effective marketing decisions. That's where location intelligence comes in.

By leveraging ad tech that provides location data (the who, what, and when), we can extrapolate the how and why for our advertising campaigns.

Why Location Data is Useful

Enter Ad Tech


Why Location Data is Useful recently published data on the high-end grocery store Erewhon which revealed that weekday afternoons saw the most foot traffic for high-income shoppers.

With this data, advertisers for premium-priced items could target these stores at the right time, to ensure their message was reaching the right people.

Location intelligence can provide businesses with the insights they need to optimize campaigns for local stores and venues, increasing ROI by reaching a more concentrated audience.

This is particularly important for retail media strategies because detailed information about shoppers' whereabouts allows marketers to adjust messaging and channel placements accordingly.

By accessing location data in real-time, you can make sure your campaigns are always up to date and capitalize on any changes in the market.

This type of technology can even create virtual boundaries around particular locations to track visits and conversions for campaigns that target specific geographic areas.

Enter Ad Tech

Platforms like the aforementioned, Unacast, Foursquare, and Advan provide comprehensive location intelligence and foot traffic data that can help marketers more accurately plan their campaigns. Sure, the presence of high-income shoppers at Erewhon is an easy assumption to make (not everyone can afford a $25.50 jar of mushroom bolognese), but the data these tools offer goes deeper than surface-level hypotheses. Connect the dots between your solution and your buyers' pain points. In Texas, grocery chain H-E-B started offering advertising space for Thumbtack to help its customers find pet grooming services. In doing so, they are helping their customers cross more off their to-do lists while shopping at their locations. In its simplest form, location intelligence can help you choose your placements. But when you combine this data with what you already know about your customers, you begin to position your brand, product, or service as a solution to timely problems.

Instead of a luxury, you become part of their routine. Learn more about how Exverus utilizes location ad tech in our media strategies for clients like convenience store chain Kum & Go by dropping a question below!


This article originally appeared in our weekly Paid Media Insights newsletter. For the most up-to-date news and tips to improve your media strategy, subscribe for free here.


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